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When you purchase a Lexus you expect the car to run better than a Toyota. What makes it a luxury item are the extras; leather interior, seat warmers, people that will make you a cappuccino and drop you off when your car is being serviced. We demand these things when we pay a little extra, but what about our digital experience?

The Four Seasons has decided to do a digital marketing overhaul and other luxury brands should take note. Brands like Four Seasons have been building up their trademark for decades. Businesses like them fear that if they open themselves to the groundswell that they’ll lose some of the equity they’ve built up.

Maybe it’s the opposite. The Four Seasons will add user-generated reviews, Twitter wine tastings, and the “Have Family Will Travel” blog. Suddenly they’ve opened a conversation with their customers that other competitors don’t have right now. That way the Four Seasons can not only fix any internal customer service issues they have, but also figure out how their consumers might compare them to other hotels to help Four Seasons stay ahead of the curve.

My favorite initiative has to be the wine tastings. It was started two years ago and 14 of the 86 Four Seasons’ hotels participated last year. You can either go to a wine tasting at participating Four Seasons or you can hop on Twitter and partake from the comfort of your own home. This way people can feel connected to the brand without actually physically being there. They’ve found something that their market values, wine tastings, and figured out a way to integrate themselves into that activity. And they can do all of this from their website. Genius!

I hope that other luxury brands can take note and overhaul their own digital landscape, because like the product they sell it’s as much about the experience as it is anything else.